Hero Products and a Simple Example of Relevancy

I often talk about the importance of relevancy through segmentation in email marketing. So how do you become more relevant to your audience?

Let’s look at how a fashion retailer could increase its relevancy while further segmenting its list and increasing its number of sends.

A fashion retailer that sells men’s, women’s, and children’s clothing should always segment its email lists by previous purchases. This means if someone has previously bought women’s clothing, that person should only receive marketing messages featuring promotions regarding women’s clothing.

But what if your subscriber is also interested in purchasing men’s or children’s clothing for a family member or as a gift?

Create a Hero Product

In these cases, you need to create hero products. The hero product is an item that is relevant to your subscriber’s previous purchases or engagements — in this case, an item of women’s clothing. You can then place secondary offers on your campaign. These should be little more than thumbnail images highlighting the fact that you also sell fashions for men and children.

If your subscriber clicks on one of these links, you can then add him or her to a secondary list because you now know that product range is relevant to that subscriber. This also means you can increase the number of sends to that particular subscriber.

Article Info

Aug 26, 2013Written by John Hayes, who has written 364 articles for the iContact Blog.